Recently, it has been exposed that BYD is undergoing large-scale structural adjustments, with high-end brands and four major business divisions gradually emerging. In fact, in terms of stock price, BYD's growth has been even more obvious in the past year, from 47.61 Hong Kong dollars per share on December 31, 2019 to 258.70 Hong Kong dollars per share now, which is currently about 180 times The price-to-earnings ratio seems to overdraw the growth of BYD's stock price, but it is compared to Tesla's price-to-earnings ratio of about 1,760 times in the past few years. BYD, which has production specifications for new energy vehicles, lithium iron phosphate batteries, and its own semiconductors, is undoubtedly more worthy of our recognition than most of the new domestic car-making brands.
This time it was revealed that BYD is determined to launch high-end brands and establish four major business divisions: Dynasty Net Sales Division, eNet Sales Division, Brand and Public Relations Division, and After-Sales Service Division. There have been signs of this in the past month.
BYD changes its logo: Opening up closed spaces and releasing unlimited contacts
On January 1, 2021, BYD officially announced the replacement of a new logo. The new logo adopts a simplified design style, canceling the familiar oval border, and the font adopts a deformed design. Compared with the past "red oval" logo, the new logo with silver-gray as the main color shows that BYD will be electrified and intelligent. become the main theme of subsequent development. Coupled with the exposure of this high-end brand launch, it also shows that BYD hopes to show its determination to change and transform by changing its brand logo.
In fact, this is not the first time BYD has "changed its logo". Before the oval letter font, BYD's logo was in the style of the blue sky and white clouds. After the last logo change, BYD immediately brought The product matrix of the "Dynasty Series", whether it is the "Qin" that is active in the online car-hailing market, the "Tang" that is a seven-seater for home use, or the "Song" that is mainstream for home use, as well as today's flagship pure electric model " Han" have all contributed to BYD's position as an independent automobile brand today.
In addition, compared to the symbolic details of the brand change, BYD "renovated" the old factory building in the Hexagonal Building into a concierge building, and has made its goal of "going high-end again" explicit. In the square of 32000, many large-scale vehicle delivery ceremonies were held, and the test track of several hundred meters witnessed the first speed of BYD's "car students" off the assembly line. The hall is not luxurious, but it is full of high-end technology.
Compared with the current "experience store" model that has caused enthusiasm for new power brands, BYD's Hexagonal Building is not oriented to consumers, but to its own employees, management and executives. Watching the nearly 100-foot large LCD screen and experiencing the brand goals and culture on it every day is like the foundation of a tall building, allowing BYD Group employees to deepen their belief and persistence in hitting the high-end every day. .
The brand change and the renovation of the concierge building have given BYD ideological satisfaction in pushing the brand upward, while the DM-i hybrid platform has gained confidence from the product level.
The DM-i+ hybrid platform allows BYD to press the "fast forward button" on its development
On January 11, 2021, BYD released a model called DM-i in Shenzhen The platform's "super hybrid" system, according to the introduction at the press conference, can make its engine's thermal efficiency reach 43%. It is the engine system with the largest engine thermal efficiency conversion coefficient among all consumer-grade models. Prior to this, , the highest engine thermal efficiency that we are familiar with Toyota can achieve is only 41%.
The DM-i super hybrid platform is essentially a power architecture that uses electric drive as the main driving form. Compared with traditional fuel models, the comprehensive cruising range of 1,200 kilometers is unmatched by current fuel models of the same level. In addition, the Qin PLUS DM-i equipped with the DM-i super hybrid system has a fuel consumption as low as 3.8L/100 kilometers in the power loss state under NECD operating conditions.
Even in a state of power loss, the battery and motor set will not bring greater burden to fuel economy performance.
In addition to the Qin PLUS DM-i models, the Song PLUS DM-i and Tang DM-i in the BYD Dynasty series are also equipped with this efficient power system. According to official tests, under power loss conditions, fuel consumption is as low as 4.4L/100km and 5.3L/100km respectively.
In fact, for a model, excellent fuel economy performance not only means lower usage costs for consumers in the process of using the car, but also represents a deeper technical foundation for the brand. The emergence of this series of new technologies and new products not only gave BYD new growth momentum, but also allowed it to press the "fast forward button" of development.
The establishment of four major business divisions
Whether it is the change of brand or the blessing of a new platform, it shows that BYD has sufficient conditions and hard power to launch a high-end brand, but If BYD wants to go further, the four major business divisions established in terms of personnel transfer will be the solid foundation it lays.
In addition to the establishment of the four major business divisions, Zhao Changjiang, currently the general manager of BYD Auto Sales Company, will be transferred to the high-end brand and be responsible for the preparatory work. Judging from the establishment of the business unit, it seems that from then on, BYD has been divided among itself, each doing its own thing? This sentence may be true if we look at the relationship between the Dynasty.com Sales Division and the e-Net Sales Division.
BYD’s so-called “e-net” is actually the sales of products focusing on the economical new energy vehicle market. The current models in the “e-net” include e1, e2, e3, e5, e6, etc. sedans, as well as SUV models such as S2, S3, and S5. The "Dynasty Network Division" includes the Yuan, Song, Qin, Tang, Han and other models that we are familiar with. From the perspective of model positioning and pricing, there are not too many or too deep connections between the two divisions. However, the Brand and Public Relations Division and the After-Sales Service Division are responsible for the two sales divisions at the same time. Think of it as the "logistics department."
BYD, doesn’t know how to market?
In fact, what is worth pondering and studying deeply is the "Brand and Public Relations Division". There has always been a lack of voices on the Internet: BYD is good at everything, but it doesn't know how to market, so my friends don't know what kind of car I drive... and so on. But in fact, does BYD really not know how to market? This is not necessarily true. Li Yunfei not only has internal work experience at BYD Auto, but also served as vice president of Denza Automobile, a joint venture between BYD and Daimler, responsible for marketing, sales and channel after-sales business.
In the past 2020, BYD switched from producing masks during the epidemic to the emergence of blade batteries and the launch of the new new energy flagship sedan Han. This can be seen as Li Yunfei’s deployment for the launch of the Han EV. Three moves. One: Converting the production of masks to build up the general public’s favorability towards the BYD brand; Two: Conducting acupuncture experiments and “aligning” with the CATL Battery Research Institute to establish a reputation for safety of blade batteries; Three: Leading the brand center and taking on online and offline The following publicity and promotion work has promoted BYD Han EV to the position of a representative new energy model of independent automobile brands. As far as sales data is concerned, from its launch in mid-July to the end of December 2020, the Han EV has sold a total of 28,773 vehicles. In December, it sold 9,007 vehicles, helping the cumulative sales of BYD's entire Han series to exceed 40,000 vehicles, becoming a mid-to-high-end model since the second half of last year. The most outstanding model in the sedan market.
Automotive Online Review: Does BYD need a high-end brand? need!
BYD has always been a pioneer in the field of new energy vehicles in China. Whether it is battery research and development or electronic control technology management, it ensures product performance while providing consumers with safe and portable vehicles. car condition. More importantly, it has nearly 9,500 valid patents, which will lay a solid foundation for product development for its future high-end brand accumulation. Some people may say: Why do we have to have an independent high-end brand? Wouldn’t it be acceptable to the market to directly follow the naming method of the Dynasty series?
But in fact, BYD Auto has developed for nearly 20 years and has produced a series of well-known models for our country. However, it is too down-to-earth, and it is difficult to face the market encroachment of "outsiders".
The Tesla brand has a boss who is the "richest man in the world", which has been able to bring continuous popularity to the brand. Even Weilai has a myth that its stock price has soared nearly 60 times in a year. If BYD is in the Dynasty series With its product strength and market favorability for the brand, it can naturally live better than most new energy car companies, but this will not be the "comfort" that BYD wants.